Direct Mail: How Much is Too Much?

Frequent mailings spark donor loyalty
The results of this year-long tracking study might surprise you. Test Panel One with 25 fundraising impacts produced the most gross revenue, the most net revenue, the highest gift frequency and, most important, the highest donor-loyalty rate.

Donor loyalty is the percent of current donors who continue to give in the next year. So, if you had 100 active donors last year and 45 of them gave this year, your donor-loyalty rate would be 45 percent. Typical loyalty rates for current donors average between 45 percent and as high as 65 percent.